Shanna first joined Grown Alchemist in 2017 as APAC Head of Digital. She led the new Magento website build with Convert Digital and launched new products, including their sunscreen and moisturiser, across SEO, paid search, Meta and email.
In 2023, founder Jeremy asked her back. As fractional CMO, Shanna led the APAC business with the Head of Retail through the L’Occitane acquisition. She managed the PR team, paid media agency, SEO agency and promotions, and kept growth on track through the transition.
“Every decision was focused on one goal: keeping Grown Alchemist at the forefront of the skincare market. And we made it happen.”
Defining Moments
Beautifully Brave
Shanna launched the Beautifully Brave campaign with Women’s Shelters. It was a 30% off promotion where every purchase meant a donation. It generated $185k AUD in sales across all channels and earned national press coverage. Conversion went from 1.86% to 6.93%. Email revenue rose from $634 to $19,674.
The L’Occitane Transition
During the ownership change Shanna worked closely with the New York HQ to keep every digital and retail decision on-brand and aligned globally. She was in the business two days a week to keep it moving.
Key Results
Beautifully Brave: $185k AUD in sales across all channels from a 30% off promotion, with every purchase donated to Women’s Shelters
Conversion rate: up from 1.86% to 6.93% during Beautifully Brave
Email open rate: 46.51%, up 15% year on year
Recognition: a Vogue Beauty Award for the Grown Alchemist Exfoliator
Promotions: $263,569 in revenue from 5 campaigns
Email: $92,650 in revenue from 45 campaigns
“The Beautifully Brave campaign was a standout initiative, combining purpose-driven marketing with measurable results, proving that profitability and impact can go hand-in-hand.”
Retail and Digital, One Strategy
With the Head of Retail, Shanna built one strategy across digital and retail. It strengthened Grown Alchemist’s position in a crowded Australian skincare market. At the Retail Lab, the Carlton store that also offers skincare treatments, sales went from -11% year on year in March to +55% by June.
Want This Kind of Leadership?
Book a free call and let’s talk about where your brand goes next.